Interview Dusk Stroud, Owner of Signature Neuse Company
- Talk to me about your background/history
- I graduated from Lenoir Community College in 2015. I transferred to East Carolina University to student Bachelor of Science in Business Administration with a concentration in Marketing. Upon graduation in 2017, I returned to Lenoir Community to college to work full-time. I also began my Masters of Business Administration from the University of Mount Olive. After graduation in 2018, I sought out a doctorate program in higher education. In the summer of 2019 I enrolled in the Doctor of Higher Education Administration from East Carolina University. In the spring of 2020 I transitioned into the role of Director of Admissions and Enrollment Management at Lenoir Community College.
- Talk to me about your business. How did you come up with your name?
- I began Signature Neuse Company in 2014. It is a clothing apparel business located in Eastern North Carolina. We sell t-shirts, koozies, and hats. It is a life style brand to mirror life in ENC. It resonates with the young and the old. Everyone can relate in one way or another to the agriculture/southern designs on the shirts. When deciding on a name we knew we wanted to incorporate the Neuse River, it is the longest and widest in North Carolina. We wanted a “signature” look and thus “Signature Neuse” was born.
- What made you decide that particular business?
- I always believed that clothing; especially t-shirts were too pricey and all very generic. I thought that if everyone else could do that business so could I. My aim was to create an affordable and stylish t-shirt brand for everyone to enjoy.
- What were some challenges you faced starting your business?
- Getting started was very difficult, I had no prior knowledge about the apparel and retail business. I had to rely on my customer service skills, social media tactics, and business connections to grow and build what the business is today. I have learned a lot of lessons over the years and I do not share information that easily. I have lost and gained a lot over the last few years. That is the cost of business.
- How much competition do you have around you?
- I have a lot of competition around me. Everywhere you look there are new t-shirt brands and designs. You have to set yourself apart with quality and image. Price is also a big factor in competition, not only do you want fair prices, you do not want to put yourself out of business by charging too much.
- How important is customer loyalty to you and your business?
- Customer service is the lifeblood of my business. I have very loyal customers and I recognize that without them I would not have sold the very first shirt. I have consistent and reliable customers I can always count on patronizing me.
- What is your marketing strategy? Logo/brand?
- My marketing strategy is word of mouth and social media. I let the shirts speak for themselves. Social media is very important to the success of the business. Clear images, clear message, and clear products are the three things I focus on when posting on social media. I do not want the customer trying to guess what I am attempting to sell them.
- Any other information you feel will be pertinent to this interview.
- I think that it is beneficial for an entrepreneur to know that they can sell anything they want. However, they have to help the customer find value in that item. Customers do not only buy the product they buy the seller. Pushy sales are not repeat sales, let the customer decide on you and they will choose the product.
